The Impact Of Self-Service Technology On Service Firm Performance In China: A Multi-Case Study

In recent years, the emergence and development of self-service technology has greatly changed people's lives and traditional consumption patterns in China. For service firms, it also breaks traditional form of manpower service, and will influence all aspects of firm greatly. Such influences have already been proved in developed countries, where self-service technology applied perfectly nowadays.However, it is unable to form a conclusion for the impact of self-service technology on the performance of service firm in China. The reasons are as follows:first, people in developed countries have higher acceptance of self-service technology; second, there are different social culture between East and West; third, there is a well-known huge population in China and self-service technology develops slowly. Therefore, the exploratory research in this topic is valuable in theory and practice both. In this study, we chose four representative types of self-service technology in China - Self-service Report Machine, Electronic Ticket CUSS Self Check-in, ATM and Electronic Medicine Cabinet, and employed a multi-case study to investigate the impact of self-service technology on the performance of Chinese service firm. The line of this study is that, how the resources in self-service technology system affect service productivity, and ultimately impact firm performance. In addition to ATM, the other three kinds of self-service technologies in China are at their preliminary stage of development. First, we reviewed on self-service technology and the relationship between self-service technology and firm performance etc. Second, we proposed a preliminary theoretical framework and explain the definitions of variables in the framework. Third, we designed study process critically, and presented the selection criteria of cases. Fourth, we employed investigated four types of self-service technologies. Fifth, we gained the theoretical model and propositions. Finally, we presented the conclusions and propose practical implements.The variables in self-service technology system involves employee training, firm dynamic capabilities, equipment promotion, customer inputs quantity, and quality. Variables in service productivity include cost efficiency and service quality. Variables involved in firm performance include financial performance, customer satisfaction, employee job satisfaction, and social benefits. Research conclusions are as follows:(1) there are positive impacts among variables in self-service technology system; (2)there are positive impacts among variables in firm performance; (3)variables in self-service technology have positive impacts on variables in service productivity; (4)variables in service productivity have positive impacts on variables in firm performance.Addtionally, based on two dimensions - service delivery position and complexity of operation steps, we conduct a case classification matrix. For service delivery position, it can be divided into complete some services and complete all services; for complexity of operation steps, it can be divided into service of easy to operate and service of hard to operate. Four kinds of self-service technologies in this study are under the corresponding categories, which are attributed to two dimensions respectively.In the end, we proposed that, self-service technology can improve firm's cost efficiency, provide better service to customers, create a better working environment for employees, and three ways to increase firm's financial performance. We also proposed some inspirations to service firms.